Can One Content Marketing Persona Fit All?
Creating a content marketing  persona is a deep and holistic process. It reveals your “customer communication’s DNA” and builds the foundation to your content strategy. Although we aim at creating a one-on-one content experience infrastructure, as we all know, none of us has just one type of customer. That is why most of the marketers would need to create more than one persona in order to reach their audience.

How will you know how many personas to create? Start with one and see what’s missing.
You will soon find out if you need more than one persona (and exactly how many you need) when you begin the process of creating your first. If your initial persona feels right and reflects your customer’s ID, you can start to examine whether there are more personas that need your brand, products and services.

Once you’ve made a detailed list of your personas, try to find which of them co-exists within the same world and  find connections, similarities or differences in their needs and expectations from your brand, product and services.

This should allow you to build series of pinpointed communication scenes in order to deliver your key messages to the different personas, meeting them at the perfect place at the perfect time.

Personas can also be applied to single projects.

For example, when we were asked to produce a digital product to help children prepare for surgery, we started to investigate our target audience and focused on two very different personas (in short):

1. The child who will undergo the surgery;
2. The parents who support the child through this scary procedure.

Without going into detail of to the full identity of these personas we can clearly see these are two very different audiences. We could make different content to address each of them but our decision as content strategists was to build one tool that the parents and the children could use together and create a family experience. So we offered our client, Clalit, Israel’s largest HMO, to produce a muppet video clip with a catchy song that would deliver the information in two layers: the child can enjoy the music and understand the lyrics, and the parents can receive another layer of information using popups.

This clip is sent by email to all children who undergo surgery, as well as their parents, and it’s shown in hospitals as preparation before the operation.

Creating content that appeals to different personas is complex. In our video for Clalit, we were able to deliver the same message to two different personas.

​

Creating multiple personas is like making babies

Clients often worry that by focusing on just one persona, they’ll lose part of their audience, and they’re right. In most cases you will need more than one persona to communicate with. The ability to address multiple personas simultaneously is no different to parenting. All your children are exposed to the same content, education and upbringing, but every child is different and needs to be addressed uniquely. Seeing your child’s special needs and being able to tune into their lives makes a big difference. Creating multiple meaningful relationships with your customer personas is an inherent part of content marketing.

Just as selling to different customers is an inherent part of doing business.

If you have any questions or want to meet your brand’s persona, just drop us a line at contact@astelo.com.

Click here and get your FREE copy of ASTELO's practical guide:
​"101 Content Marketing - The New Face of Digital Marketing".